Purchasing motivation matrix

A very simple tool to help structure insight into the motivations of either different segments or different decision making units. Useful for identifying what is not known about a market.

Unique and professional website templates. Vooweb - Website Templates offers a great variety of Website templates for business and personal use | If there has been no improvement since the beginning of your relationship with your SEO company, they need to explain why. Then you have a great seo Company working for you. If you don't want to do it yourself, an SEO company being paid monthly should detail exactly what they are doing for you. | Any link exchanges promising hundreds or links immediately upon joining should be avoided unless the only search engine you care about is MSN. Using a link exchange as the only way you get links will also not be a path you want to wander down. Exchanging links with every site under the sun is also bad.

Description
It is useful to focus on the different motivations that clusters of customers (segments) or different decision makers have when making a purchasing decision. Although the matrix is very simple, filling it in well requires a significant amount of understanding about the nature of the market, the way in which it is segmented and what motivates different stakeholders.

This can be a useful tool for highlighting what is not known and to support the planning of market research. There are many questions which can be asked, all relating to the importance of different elements of the design mix:

  • What are the differentiating factors and which features are most important?
  • How important are ergonomic or stylistic aspects?
  • How critical is reliability, robustness and maintenance?
  • How important are brand, promotion, distribution and after sales support?

Method

  1. Consider motivations within segments:
    Different segments should be motivated by a different range of factors. By articulately expressing these factors, a team can improve their understanding of the requirements of each segment and avoid developing products which are not well positioned

  2. Consider motivations of decision makers
    It is useful to consider the motivations of the different decision making units. What is it that the end user is looking for? What are the most important factors for the person who ultimately makes the decision?

purchasing motivation matrix

 

Notes
Can be difficult when there is little experience of the market. However, it may enable hypotheses about the motivations of users to be proposed and subsequently tested. May also expose any limitations in knowledge and pose more questions than it answers.

 

Back to index of tools and techniques

Home | GDP Program | Design maturity | Effective product design | Tools and techniques | Contact | Links
Better Product Design Collections